marketing for small business the essentials to give your business an edge…
TRANSCRIPT
Marketing for Small Business
The essentials to give your business an edge…
Hello!
• My Name is Damali L’Elie. My concentration is Digital Marketing in Integrated marketing. My hometown is Brooklyn, NY. I have 15 years of experience working in Sales, Public Relations and Marketing fields for such companies as News Corp, L’Oreal USA now freelancing.
• Today I will be discussing some important elements of marketing for your small business.
What is Marketing?
• Marketing can be defined as a process of determining the needs and wants of consumers and being able to deliver the products that satisfy those needs
and wants
What are your business goals?
Acquisition of new clients/ increase customer base
Continuing engagement/ retention Building brand Awareness Differentiation
• Who is your client? Where are they located?
•Create a budget
Example Budget
• Search Marketing- Awareness, Acquisitions
• Social Media-Awareness, Retention, Engagement, Acquisition
• Promotions- Awareness, Engagement, Acquisitions
• Banner Ads- Awareness, Acquisition
• Gorilla – Awareness, Acquisition
• Blog- Awareness, Engagement
Total Costs =$10,000
$1,000
$2,000
$2,000
$2,000
$3,000
Search MarketingSocial MediaPromotionsBanner AdsGorilla Marketing
SWOT Analysis
• Strength
• Weakness
• Opportunity
• Threats
Example SWOT
Strengths Weakness
Opportunity Threats
• Mobility• Face to Face Contact• Growth of the industry• Healthy Food Concept• Low Concentration in
Market
• Spoilage and product waste
• Limited work space • Dependence on
reputation
• Partnerships with other food vendors
• Expanding routes outside of Charlotte
• College campuses market
• Competitors with similar products
• Low barriers to entry• Health department
inspectors
Basics of SEO
Your links, paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake.
Search EnginesWhat Search Engines Are Looking ForSearch engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?Content: the text on the page, and the titles and descriptions that are given.Performance: How fast is your site and does it work properly?Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that's available?User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
FOR MORE INFORMATION : GOOGLE SEO
Your Website
• Key Items to include• Make sure information is found easily• Program/ service offerings• Commonly asked questions/ answers• Staff background• Directions• Testimonials
• Be sure to claim your website on directories and update regularly
• Yelp • Google Places for Business• FourSquare• Yellowpages
Marketing Communications
Rationale
Advertising will speak to your power and success as well as giving you control over the message
Events and Promotions will help you to stay relevant and engaging.
Word of Mouth will the most influential marketing. Personal Selling will allow you to connect through
personal interaction and encourages a direct response.
Public Relations will give you credibility and tell the story behind the brand.
Memberships help foster & maintain important relationships w. elected officials and other business.- Brooklyn Chamber of Commerce & SBA
Content Marketing
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood
target audience – with the objective of driving profitable customer action.”
Blogging/Newsletters
• Use Tumblr, WordPress, Blogger, Medium or Google+• Podcasts• Informational/ Demonstrative Videos• Pictures of Events• Links to relevant articles• Discuss current events
• Newsletters- Email• Tips/trends• Interviews• Healthy Recipes
Create a Media Calendar
Month
Jan FebrMarc
hApril May June July Aug Sept Oct Nov Dec
Strategy
Banner ads
Events
Social Media
Blog
Search Marketing
Contest
Loyalty Program
Promotion
Gorilla Marketing
Analy
tics Tools
Keyword Research ToolsAd Preview Tool - Tool that allows you to preview unbiased organic rankings and paid search ads per any given keyword and geography. Google’s Keyword Tool - Allows you to locate keywords based on your actual search enquiries and volume.
Website Analytics Tools Google Analytics - Measure your website visits and conversions, advertising ROI as well as track your Flash, video, and social networking sites and applications.
Website Audit ToolsAd Planner – A media planning/research tool that uses inputs about users’ target audience and key demographic to provide information about the websites they likely visit
Social Media Optimization ToolsFollower Wonk – A twitter intelligence tool that can be used to track and analyze followers, as well as search and find key influencers via twitter bios. Hoot Suite - Manages social media and messaging on a dashboard that integrates your brand’s social networks and apps.
Pay-Per-Click PlatformsGoogle Adwords - A paid Google advertising network that allows you to create ads, chose keywords and phrases to help drive people to your website.
WordPress SEO PluginsFB Plugins – An essential plugin for those with a Facebook page; allows you install the Like option on your website or blog.1-Click Retweet/Share/Like – A one-stop-shop for quickly promoting or self-publishing content to over 20+ social media networks; updates your fans in real-time and allows them to share, like and retweet.Google XML Sitemaps - This plugin will generate a special XML sitemap which will help search engines like Google, Bing, Yahoo and Ask.com to better index your blog.
Info found on : http://www.searchdecoder.com/seo-toolbox/#ixzz2PRBwXWRY
Thank You for Listening
Please feel free to contact me at [email protected] or visit my website
www.damalilelie.com!